Original research
The State of Tracking Quality
We audit the tracking setup of thousands of public websites. Here is what the data says about how the web actually measures conversions — and where nearly everyone gets it wrong.
49/100
Median tracking score
1,868
Sites audited
95%
Fail Consent Mode v2
How sites score
0–19 (broken)
240
20–39 (poor)
3
40–59 (mixed)
1024
60–79 (decent)
218
80–100 (healthy)
383
The checks most sites fail
Share of audited sites that fail or warn on each of the 13 checks.
| Check | Pass | Warn | Fail |
|---|---|---|---|
| Page load | 0% | 0% | 100% |
| Consent Mode v2 | 5% | 0% | 95% |
| GA4 measurement ID | 35% | 0% | 65% |
| GTM debug mode | 99% | 0% | 1% |
| Meta Pixel | 22% | 78% | 0% |
| TikTok Pixel | 11% | 89% | 0% |
| Google Ads conversion | 25% | 75% | 0% |
| Consent banner | 33% | 67% | 0% |
| GTM container | 33% | 67% | 0% |
| PII in URL | 100% | 0% | 0% |
| Tracking script weight | 99% | 1% | 0% |
| HTTPS | 100% | 0% | 0% |
| Single GA4 property | 85% | 15% | 0% |
| DataLayer initialised | 25% | 75% | 0% |
By platform
Shopify · 188 (10%)WordPress · 121 (6%)Webflow · 44 (2%)WooCommerce · 41 (2%)Wix · 6 (0%)Squarespace · 6 (0%)Unknown · 1462 (78%)
See the full, live breakdown on the benchmarks dashboard.
Most-detected vendors
GA431%
GTM29%
Hotjar28%
Google Ads22%
Meta Pixel19%
Bing UET16%
Reddit11%
LinkedIn Insight10%
TikTok Pixel9%
Shopify Analytics7%
Methodology
Figures are computed from the 1,868 most recent successful public audits in the TagEasy corpus. Each site is scored 0–100 across 13 tracking-quality checks (GA4, GTM, Consent Mode v2, PII exposure, pixel presence, duplicate properties, script weight, and more — see what the audit checks). Sites that block automated scanners are excluded. Updated daily.
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